THE REASONS OF FOREIGN TOURISTS CHOOSE OF AIRBNB WHEN THEY HAS VISITED İSTANBUL

Abstract

In recent years, Airbnb has become a platform used by millions of tourists and growing rapidly. The purpose of this research is to reveal the reasons why tourists prefer Airbnb as a sharing economy platform. The data were collected from tourists who visited İstanbul between June and December 2019 through Airbnb hosts. 385 online questionnaires were obtained and reliability, frequency analysis and one-way Anova analyzes were done in SPSS program. Results; It was concluded that the reasons of choosing Airbnb such as interaction, loyalty, sharing economy, local authenticity and home benefits dimensions differ according to demographic variables. Future research may look at differences between Airbnb users and non-user groups.

Keywords

• Airbnb,Sharing Economy

İSTANBUL'U ZİYARET EDEN YABANCI TURİSTLERİN AİRBNB UYGULAMASINI TERCİH ETME NEDENLERİ

Öz

Airbnb son yıllarda milyonlarca turistin kullandığı bir platform haline gelmiştir ve hızla büyümektedir. Bu araştırmanın amacı, turistlerin bir paylaşım ekonomisi platformu olarak Airbnb’yi tercih etme nedenlerini ortaya koymaktır. Veriler, Haziran-Aralık 2019 tarihleri arasında İstanbul’u ziyaret etmiş olan turistlerden Airbnb ev sahipleri aracılığıyla toplanmıştır. 385 online anket elde edilmiş ve SPSS programında güvenirlik, frekans analizi, tek yönlü Anova analizleri yapılmıştır. Bulgular; Airbnb’yi tercih etme nedenlerinden etkileşim, sadakat, paylaşım ekonomisi, yerel otantiklik, ev faydaları gibi boyutların demografik değişkenlere göre farklılık gösterdiği sonucuna varılmıştır. Gelecek araştırmalar, Airbnb kullanıcıları ve kullanıcı olmayan gruplar arasındaki farklılıklara bakabilirler.

Anahtar Kelimeler

• Airbnb,Paylaşım Ekonomisi

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